Franz and René get young people moving for Movetia
On behalf of Movetia, the national agency for promoting exchange and mobility, Franz&René is designing a colorful campaign to (re)motivate young people to participate in an exchange. «Learningbygoing»—learning from home, in Switzerland, or abroad—is the motto of this nationwide communication campaign.
Learningbygoing conveys the idea that every young person who attends an exchange during their education will learn and outgrow themselves through the life experience gained, the encounter with a new language, a new culture, finding their way in a new learning and working environment. In addition, important cross-cutting skills such as independence, self-confidence, flexibility and creativity will be fostered. This personal enrichment is encouraged and facilitated by Movetia so that these exchanges become a mandatory part of every young person's education in Switzerland.
The campaign has been brought to life since the beginning of school, in a post-Covid19 context on various digital platforms, physically in some schools and with a stand at Swisskills in Bern, one of the most important meeting places for vocational education in Switzerland.
Work was done in advance on two levels, BC2 and B2B, to optimize the effectiveness of the communication among young people, their parents, but also among the numerous educational partners who convey the message.
Positive, colorful and moving post-covid language
Like a cure for gloom caused by the health crisis, the campaign is colorful, lively and awakens the desire to travel and share. A ubiquitous symbol in all communication: the shoe that allows us to move, to move around, adapting to any terrain, a fashion item very popular with young people. Long flexible legs make the world unique, memorable and very quickly identifiable.
